It is amusing how so many people see 7s as either a threat or only as a feeder/development system to 15s.
I understand the strong emotional and traditional attachments to many elements of Rugby. I fully understand this as things such as touring, drinking with mates and opposition, playing club Rugby with Wallabies the day after a test match etc are all things that brought me to the game.
The problem with most things in life is that the myth of tradition will always make way for the commercial reality.
The reality is that we haven't attracted girls to Rugby in the way that other sports have under the traditional participation models.
The IRB has identified and invested heavily in the Olympics and 7s Rugby as a way to increase the Rugby pie. They have seen the lessons from Cricket and Volleyball who have struggled to control, own and nuture product variants to their game.
http://www.irb.com/mm/document/newsmedia/mediazone/02/06/11/47/120229ljwomensstrategyplanv9.pdf
A look at the IRB plan for women shows how heavily the strategy is weighted towards 7s with only minimal mention of existing 15s playing structures. The focus is mainly on children, youths and 7s.
For Rugby to grow for men and women, Asia and Americas is the key both from a population and economic perspective. Australia is tied heavily to the Asia-Pacific region.
If you look at the strategies and directions of Asia-Pacific Rugby the focus is very much on Women and 7s.
Canada for example fund a large part of their Rugby program from the funding their women's 7s team gets from the Olympic "Own the Podium" program, about $800K/year. They are real medal prospects while the men don't get a dime currently from this.
There will be Asian Rugby Union Women's tournaments in Borneo and Singapore in conjuction with invitational club tournaments for men. Asian nations such as China, Hong Kong, Singapore and Khazikstan all have strong investments in their women through 7s.
From a technical viewpoint NZ have demonstrated how the 2 forms can exist in synergy for the benefit of both and both genders.
The biggest kick Women's Rugby will get in Australia from a financial and public profile perspective is for the Women to win a Gold Medal in 2016. That is something that AFL, League and even Netball cannot offer and it will have a big influence on government, corporate, ARU and the hearts and minds of young girls who want an elite sports career.
Who knows, they can probably play in the 15s' Women's RWC.
As they say, If you keep doing the same thing then that is exactly what you will get.